On
In Fall of 2023, I took GC 3710, Brand Communication and Creation, which explores the role of communication in brand creation and the processes involved in developing a brand. For our semester long project, my classmates and I were assigned groups to choose a popular brand and develop a new product that brand. My teammates and I chose the brand On, a running shoe company, and our goal was to pitch a campaign for new On golf shoes. As the creative strategist of my group, I worked on the product design and the creatives for the campaign.
The goal of the On golf shoe was to close the gap between performance and comfort, which On currently does with their running shoes. Through some research, our group discovered that in 2022 3.3 million people golfed for the first time; golf was becoming more popular and affordable. Additionally, we found that most golfers are average and walk about 6-7 miles on the golf course. Based on this information, our target consumer was the casual golfer who played golf for it's social and business community. Furthermore, our group created two shoes: one for quickly transitioning on and off the course and the other for superior performance. In the pictures below, I created the mockups and design of both On golf shoes.
Introducing the Cloud Caddie and Cloud SkySpike
For the key moments of the campaign, I designed the creative collateral for the "hum" of our campaign. This included email blasts, a giveaway, instagram posts and ads, and website design. All of these items were design based on our big idea: With the high accessibility of golf everyone’s A game can look different. Our campaign was be "On your A game." From bogies to birdies, novice to pro, rain or shine, and from fairway to family room. We wanted to communicate that our golf shoe provided the comfort and performance to seamlessly transition from one to the other.
The Campaign
